Matthew Cox

Brand Marketers, not that I want to freak you out but.......it is time to start thinking about FY26 Brand Planning 😱   It seems surreal, but if you run to a UK or Aussie Financial Year calendar, next year's Brand Planning process should be appearing on your radar this month! You want to get your plans written before budgets are set, so here are some timeline guidelines for you. 💠 Budgeting usually happens between February and April 💠 A best practice brand plan process should take about 8 weeks 💠 We have the holiday season in the middle of this 💠 You want the right people involved and diaries are a nightmare with workload and annual leave at this time of year.   Therefore: 📅 October: Design and confirm your approach and timeline. Lock key briefing dates and workshops in peoples diaries 📅 November: Brief the team to Define the Brand Challenge and set the scope for the Situation Assessment. 📅 December: Situation Assessment 📅 January: Where to Play and How to Win workshops then plan development 📅 February: Present your plans for approval so they can inform the budgeting process + Comms Briefs for the best media buys   If your agenda is already heaving, I can help you   I can design a process that best suits your needs and then facilitate that process for you. So you are free to focus on strategic thinking and choice-making. You’ll have access to my full suite of tools and frameworks to take the team on a disciplined and logical journey and create direction for FY26. Plus a set of fresh but experienced eyes to push your thinking into new growth areas. So get in touch if you want to get moving #brandplanning #marketing #brand

18

1 Comment

In marketing, it’s the little tweaks that set big things in motion. Ready for your brand’s chain reaction? Let’s get things moving. #Hummington #MarketingOptimisation #marketing #businessgrowth

7

1 Comment

PMax is great and all but don’t let it do ALL the heavy lifting if you plan to truly maximise profit from Google Ads. PMax can be seen as a discovery campaign. Use it to discover new things that work. Once discovered, those new things should be implemented into manual campaigns where you improve the ROI through more strategic management of things like targeting and creative. If you’re a busy biz owner running your own ads, I forgive you for only using PMax if that’s what you are doing. But if you’ve hired an agency or person and THEY are only doing PMax despite them being a full time Gads pro, this warrants some concern.

2

🚨 𝗠𝗮𝗿𝗸𝗲𝘁-𝗘𝗻𝘁𝗿𝘆 𝗠𝘆𝘁𝗵𝗯𝘂𝘀𝘁𝗲𝗿 🚨 Myth: “Only big brands with massive budgets can succeed in APJ or ANZ markets.” Reality: Not true! You don’t need a billion-dollar marketing budget to make a splash in the APJ or ANZ regions. You need smart strategy, local expertise, and speed to market. At EnterAPJ, we’ve helped startups and mid-sized companies secure their first customers in these regions through a streamlined, targeted approach. We help you test product-market fit quickly, refine your message for local audiences, and establish key partnerships to support long-term growth. Entering a new region isn’t about how big you are—it’s about how prepared you are to adapt and move quickly. Ready to test your product in APJ or ANZ? Let EnterAPJ guide you through the complexities of the APJ and ANZ market. 👉 Learn More About EnterAPJ: https://lnkd.in/gmcFXuPw #APJExpansion #ANZExpansion #AsiaPacificJapanMarket #APJMarket #APJ #SalesTeam #LeadGeneration #MarketEntry #BusinessGrowth #Innovation #LocalExpertise #EAPJ #EnterAPJ

4

Marketers are caught in a tough spot—they need to prove their worth, stretch limited budgets, and juggle quick wins with long-term brand-building. Put simply, they feel like they are being asked to do more with less. In a recent survey of marketers in Australia & Singapore, we asked participants to to rank the top challenges they face. The results were as follows: (Top 3 Challenges) 1. Pressure to cut costs while maintaining results 2. Challenges in demonstrating the long-term value of brand building 3. Balancing short-term goals with long-term strategy (Additional Challenges) 4. Inconsistent or incomplete data for decision making 5. Difficulty in linking marketing efforts to revenue growth 6. Skepticism from leadership about the effectiveness of marketing initiatives (Less of a Challenge) 7. Proving ROI across channels 8. Internal competition for budget with other departments 9. Lack of clear measurable KPIs Do any of these rankings stand out as a surprise?

12

We increased our clients revenue within our first year together by 120% - up at $6m for 2023 💸 Here’s some secrets behind how we did it!! 👇 1. Meta Ads: → Meta Ads has powerful optimisation tools. This means we can reach our ideal audience based on broad audiences and ASC campaigns. → We make high quality creatives and personalised messaging to capture attention and drive conversions, bringing in our ideal customer through our creatives. High quality creatives are SO important. → With advanced analytics in Triple Whale, we track the performance of ads in real-time to optimise campaigns for maximum ROI. 1. Google Ads: → Google Ads means we can target users actively searching for products or services like yours, making it a HIGHLY effective advertising channel. → We really think about our ad copy and leverage relevant keywords in search campaigns. → We often refine our campaigns based on performance data to improve click-through rates and drive qualified traffic. 1. TikTok Ads: → TikTok Ads provide a unique opportunity to tap into the platform's highly engaged user base and viral content culture. → We make sure we create authentic and engaging video ads that resonate with TikTok's predominantly Gen Z and Millennial audience. → Here’s a hint - we DON’T just use the creative from Meta, TikTok needs different creative 👀 1. Email Marketing: → Email marketing is one of the most effective ways to nurture leads and drive conversions in our opinion. → By developing personalised email campaigns, we deliver value to subscribers and encourage them to take action. → Don’t forget to segment your email list based on demographics, behaviour, and preferences to deliver targeted content that resonates with different audience segments. 1. SMS Marketing: → SMS marketing is one of the most direct and immediate way to communicate with audiences, with really high open and engagement rates. → Targeted SMS messages with exclusive offers, event reminders, or personalised recommendations usually work the best. We’re willing to give you our Ad Copy Framework absolutely FREE. Comment Ad Copy and I’ll DM it to you. Follow me so I can send it easily.

6

2 Comments

Advent #9 - Will you be going on sale soon? Do you follow a 'one size fits all' for your sale launch campaign. Let me tell you about something that has driven significant revenue across some of my clients this year. PRICE DROP FLOWS When a product drops in price an email (and/or SMS) triggers to all profiles who have recently viewed the product and/or added the product to their basket. It contains the product and you can tailor the rest of the email to fit in with your sale messaging. You decide: ▶️ % reduction required to trigger the flow (in Klaviyo the default is 15%) ▶️ whether to send to those that have started checkout with the item or also to those who have viewed the product or added to the cart. ▶️ the number of days back the flow looks (Klaviyo default is 30 days) Things to consider... 🚨 What time do your prices get reduced? If this happens at midnight you may want to set the trigger so it goes in the morning. 🚨 When do you send the sale launch email - ensure you don't send both really close to each other. You may want to exclude everyone who has received the flow from the launch if they were due to go at the same time. 🚨 If you accidently reduce a price and then increase again the flow will still trigger (learnt from experience). If you do this remember to exclude the product from the flow. 🚨 If you start doing this remember it may impact the revenue of your sale launch campaign but should drive incremental revenue when you combine the two. I've seen Revenue Per Email for these flows to be 20-50% of what we see from Abandoned Checkout. Has anyone else had similar success with this type of flow? Found this useful? This is tip number 9 of my Advent Marketing Tips. I am giving a new tip every day of Advent. Follow me so you don't miss any of them. #MarketingStrategy #EmailMarketing #MarketingAdvent

7

1 Comment

The 2024 Loyalty Insights Report from the Australian Loyalty Association, created in partnership with Power Retail, highlights a strong correlation between brand NPS and loyalty program NPS, underscoring how brand perception impacts the value of loyalty programs. Consumers prioritize seamless program experiences over rewards, influenced by advancing technology. #letstalkloyalty #loyaltymarketing #loyaltyprograms #loyaltytv 

4

2 Comments

Great write-up last week from Andrew Birmingham 🕵️‍♂️ Big focus on retail media across the two biggest supermarket chains/retail media networks in Aus! "The flywheel seems to be spinning faster: Ecommerce needs strong distribution to deliver to customer expectations. Data from loyalty programs like Flybuys and Everyday Rewards fuels powerful retail media activations across Coles360 and Cartology" "Woolworths launched a new sub-60-minute collection service, which it calls Direct-to-Boot Now, at 307 sites" This highlights the growing blend of ecom and ‘in-store’ i.e. they're not necessarily mutually exclusive purchases anymore. Even the rapidly growing chunk of ecom transactions, albeit from a smaller base, are being driven to a potential 'in-store' retail media channel. Potential here for non-endemic to play a role?? Interested to see how Cartology, Coles360 and other retailers/RMN start utilising click-and-collect experiences for retail media. A captive audience and able to tap into 'ecommerce buyers', this area of expenditure from consumers can only keep growing. Full read here:

2

In the digital age, visibility is everything, that’s where a Google Ads Agency Sydney can provide the solutions you are looking for. For small businesses and e-commerce entrepreneurs in Sydney, this is especially true. The online marketplace is crowded, and standing out can be a challenge. But there’s a solution. A solution that can drive targeted traffic to your website, boost your online presence, and increase your sales. That solution is Google Ads. But managing Google Ads campaigns isn’t easy. It requires expertise, time, and a deep understanding of the Sydney market. That’s where a Google Ads agency comes in. A top Google Ads agency in Sydney can be your partner in success. They can help you navigate the complexities of Google Ads, optimize your campaigns, and maximize your return on investment. In this comprehensive guide, we’ll explore why partnering with a top Google Ads agency in Sydney can be a game-changer for your business. https://lnkd.in/g5B69FiJ #googleads #googleadvertising #googleadwords #marketingtips

4

3 Comments

#1 Shopping App in New Zealand! Not every day you get to pip Temu (Todd Zhao 😜 ) off the top of the charts 😂 I’m pumped to share that I’ll be looking after all things commercial for ShopBack New Zealand, driving our growth alongside Australia over the next 12 months. We’re also bolstering our New Zealand team by welcoming Megan G. back to the ShopBack family. She’ll be taking great care of all our New Zealand brand partners. We’re only 3 months into our New Zealand journey, but we’re already seeing thousands of Kiwis joining us every day. If you’re a brand looking to double down on your e-commerce growth in New Zealand, hit up myself or Megan G.. #cashback #loyalty #rewards #shopback

151

6 Comments

Brand Owners and Influencers - How the recent Cross Brand ASA ruling impacts you🎤 Now everyone’s calmed down a bit about the recent ruling for Grace Beverly, regarding cross-brand online posts, I thought I would just summarise. ‘If you have a social media following, in any form, it impacts you!’ Mark has done an excellent job of summarising even further in his post below. I'm curious about the ASA's stance on other entrepreneurs with large social followings who are influential and post about their brands, brands they’ve invested in… I mean that list goes on and on and on, and many probably have a bigger ‘influence’ than Grace. To me, this indicates the ASA's guidance is not sophisticated enough for the market it aims to regulate; it's simply not keeping up with the pace. Because the ruling is about such a broad scope, we are now not just talking about influencers but about anyone promoting their business online, so this becomes massively problematic. For now let’s continue to watch this space…

1

💡TikTok is a dominant platform for travel discovery. The majority of searches are focused on inspiration rather than booking, giving brands an opportunity to engage users early in their journey. This is ‘The Future of Search in Travel' insight 6/8. Tomorrow, at the Mumbrella Travel Marketing Summit, we will discuss the future of search with digital leaders from Google and TikTok.  ⚡Stay tuned for more insights. 👉 Follow In Marketing We Trust for more digital marketing insights:  @In Marketing We Trust #TravelMarketing #FutureOfSearch #Google #TikTok #Instagram #Youtube #Mumbrella #MumbrellaTravelSummit

5

Cracking few days at Retail Fest in Gold Coast 🇦🇺 A take on the Australian eCom scene - Very tight knit but friendly eCom community of agencies and tech, similar to the UK. - Australian arms of tech brands generally working in a silo versus the UK and US divisions. Lack of collaboration down to commission based sales and time zones (partner managers words, not mine) - Australian eCom brands seeing huge year on year growth. - Low awareness of some of the highest growth Shopify apps recently mentioned by Jeremy Horowitz' beyond Klaviyo and Gorgias. - Goal for many Australian brands in US market and cautious about the UK. - Huge desire to help one another. - Less obsessive discussion on AI versus UK and US. - They love a good swear. #ecommerce #shopifyplus

31

16 Comments

Speaker spotlight! 📣 Our General Manager of Retail Media, Lachlan Brahe, spoke at GroupM Australia & New Zealand's Next Era Academy: Connected Commerce event to share his insights on the evolving landscape of retail media.   Here are some key takeaways from the panel: 📈 Retail media is stepping up as traditional advertising channels face challenges like the shift to streaming, cookie depreciation, and the digitisation of in-store experiences. 🎯 By leveraging audience and data targeting, retail media enables brands to craft compelling stories that resonate emotionally and create unforgettable customer experiences. 🤖 AI is making waves in retail media. New technology can now track eye patterns on websites to optimise product placements throughout the purchasing journey. Ready to reach real customers, not window shoppers? Get in touch with your Cashrewards account manager or click down below to find out how you can bring your sales full circle. https://lnkd.in/gzEHVUmG #Cashrewards #CircuitbyCashrewards #retailmedia

7

Are you a PPC powerhouse, passionate about crafting clever campaigns that make clicks soar? 🚀 Is your mission to boost conversions & maximise ROI for businesses? 📈 If you enjoy digging into data & have a finesse for making ads stand out, we want to hear from you! Click below to find out more & APPLY TODAY ✨ #FivebyFive #PPCStrategist #PPC #SEO #GoldCoastJobs #DigitalMarketing

5

AI-powered media solutions are delivering 10% better performance, 27% higher conversions and 15% more profit. AI is driving change like never before - and I had the honour of revealing these findings and all the latest media announcements at Google Marketing Live in both Sydney and Melbourne over the last two weeks. My encouragement to advertisers? Jump in and experiment. Establish the AI Essentials in media to set you up for success as solutions evolve. When working with Google, that includes: - Expanding your adoption of Broad Match on Search - Testing Performance Max - Focusing on pointing AI at business outcomes - not media outcomes To read more all about these solutions, check out the full GML recap: https://lnkd.in/geF-Y33m photo credit Studio Aħwa #ai #gml2024 #google

119

2 Comments

I’ve been reflecting on a concerning trend I’ve noticed in the marketing world over the last few years, and I think it’s worth discussing. While platforms like TikTok, Instagram, YT and even Linkedin are thriving on the sheer volume of content being churned out, I can’t help but feel that this might be a win-win for them but not necessarily for brands. As we all rush to create more content, I’m seeing a lot of brands blending into the background, adopting the same low-production styles and formats. It’s almost as if we’re all trying to fit into a cookie-cutter mould, where everything starts looking and feeling the same. It is being presented as being 'authentic or native to the platform', but while this approach might drive short-term (pay-to-play) engagement, it also risks diluting our unique identities and brand equity over time. In my latest article, I dive deeper into this issue and explore how we can navigate this landscape without losing what makes our brands special. If you’re curious about how to stand out in a sea of sameness, I invite you to check it out. Looking forward to hearing your thoughts. #NowWeCollide #BrandEquity #SameSameContent

7